Relay for Life Emails

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Engage. Inspire. And entice people to Relay.

Each year, more than 4 million people in over 20 countries take part in American Cancer Society’s global phenomenon, Relay for Life, to raise much-needed funds and awareness to save lives from cancer.

Russ Reid partnered with ACS to help build excitement for the 2012 Relay For Life season and encourage people to sign up for a Relay for Life event. A series of monthly emails was created to engage Relay For Life participants and increase donor worth and long-term retention. Personalization for each audience group was incorporated, along with mentioning the Relay For Life event name field to enhance the copy customization. All emails thank and affirm the recipient, and include a “join us again” message. Emotional quotes were a key factor, reminding participants why they Relay.